Downtown Specific Plan - Part 1 - City of Brawley

Brawley Downtown Specific Plan
The purpose of the Downtown Overlay District (corresponds with the
boundary for this Specific Plan), as stated in the General Plan, is to maximize
the area’s potential and provide a more exciting and compatible mix of civic,
recreational, retail, office, light industrial, and residential uses.
The General Plan includes various implementation goals and programs to
implement the General Plan, including Goal 3: Promote the Revitalization of
the City’s Downtown Business and Program 3.1: Downtown Revitalization,
which states that the City will promote downtown revitalization and business
growth through the following efforts:
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Continue the redevelopment of downtown with particular emphasis
within the Downtown Overlay District.
Consider adopting a specific plan for the Downtown Overlay District
following the adoption of the update to the General Plan in order to
provide greater direction for future developments.
Use signage, landscaping, and public improvements to create a path
and gateway that can draw travelers from the future intersection of
SR 111/SR 78 into Downtown Brawley on Main Street. Implement
and update the 1989 Downtown Revitalization Guidelines as needed.
Encourage the preservation of residential neighborhoods in
close proximity to the Downtown business district, along with
rehabilitation of older housing and development of new housing, to
support the district’s commercial retail and service businesses.
Create incentive programs to assist businesses in storefront
improvements.
Create a Downtown marketing program that strives to better
position the Downtown Overlay District as a regional shopping and
entertainment center.
Consider creating a parking district to acquire and construct
additional parking spaces.
Consistency with General Plan
The General Plan’s intent for Downtown Brawley is to encourage the
greatest densities while maintaining a small town “village” in the Downtown
center, create a strong connection to Main Street and the Downtown
center with a greater emphasis on residential uses west of the Downtown
center, and emphasize commercial light industrial uses that are compatible
with adjacent residential uses east of the Downtown center. A series of
implementing programs are established in the General Plan, including:
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Incentive programs to assist businesses in storefront improvements;
A marketing program that strives to better position Downtown
Brawley as a regional shopping and entertainment center; and
Parking district to acquire and construct additional parking spaces.
The General Plan encourages additional programs as well.
The following are the General Plan policies most relevant to Downtown
Brawley. Policies not directly applicable to this Specific Plan have not been
included. The analysis below provides a statement of consistency between
the City’s General Plan and this Specific Plan.
Land use Element:
LUE Policy 1.1.1: Preserve the quality of Brawley’s existing low-density singlefamily
neighborhoods while permitting compatible multi-family development
to meet community housing needs where best suited from the standpoint of
current development, accessibility, transportation and facilities.
LUE Policy 1.1.3: Provide for and encourage the development of
neighborhood-serving commercial uses in areas of Brawley presently underrepresented
by such uses. Encourage the integration of retail or service
commercial uses on the street level of office projects. Neighborhood-serving
commercial centers should primarily provide convenience goods and services
and be consistent with the scale of the surrounding neighborhood.
LUE Policy 1.1.7: Encourage in-fill of vacant parcels in areas already
predominately developed.